Retail Analysis

1. What store did you observe? Who do they market to?
I observed the Talbots store in the Briarwood mall in Ann Arbor, MI. Talbots markets to the middle aged to older female who is middle to upper middle class with a "classic" sense of style.
2. Briefly describe the following
a. appearance of store entrance (from outside)
The front of Talbots is a small, whiteish facade that has simple, clean lines that are semi-modern but still have an air of the classic english. There were two large red front doors with brass handles (opened), a red awning, warm lights, the talbots logo over top, and a large window display on the right side. It had a very residential feel.
b. sounds (inside the store)
The store was quiet, customers were silent or spoke quietly, and salespeople interacted minimally. Motown music was piped throughout the store, but at a low volume. c. how the merchandise is displayed
The merchandise was displayed with the newest items in the front. The window mannequins wore the new "fall look", and the left and right side wall displays had new clothing hanging up. There were also floor racks on each side, with a table in the middle with folded clothing on it. The clothing in the middle of the store was older, with sale items in the middle/back left side. Accessories were in the middle of the store, and Petites were in the very back, displayed similarly to the regular clothing up front.
d. floors
The floors were a light maple colored faux-parquet hardwood.
e. signs
There was minimal signage; only signs indicating sales and specials and the petites section. There were also signs explaining some of the new items, e.g. "courderoy", and "peacoats".
f. cashier area
The cashier area was very open, and in the middle of the store against the wall of the right side. It consisted of a single counter with two cash register/checkout areas. The counter was low, about mid-waist hieght, and the same light maple color of the floors. It had a glass top.
3. What image does this business try to project? Give specific examples of design elements that reflect this image.
Talbots tried to project the image of the classic yet stylish educated, upper-middle class woman. It tries to portray a sense of an easier time with cozy charm and traditional sensibilities.It did so by making the store feel like a classic English home, with wood floors, light colored walls, wainscoting, and pictures of attractive middle-aged women in nice outdoor settings and English countryside paintings on the walls.
4. How did customers interact with various elements of the store's design?
Customers did not interact much with elements of the store. They mostly moved around quietly, occasionally touching a piece of clothing or picking one up. Mirrors were generally avoided, and I saw no one go into the fitting rooms.
Several of the armchairs in the front of the store were utilized by husbands or male shopping partners who had no interest in exploring Talbots.
5. What did you find interesting about the design of this store?
I found the whole concept of the Talbots store design interesting. I think it is trying to portray an old-world, bougeoisie, anglo-philic image to a clientele who is either uninterested or unaware, and the juxtapositon of the cliente with the stores ideals is facsinating.